Every now and then, a product comes along that truly shifts the goal-posts!
This is the very real promotional video that we made for the very fictional breakthrough hair replacement therapy called Pubidome™.
Pubidome™ was the winning entry for the Jack Link’s Beef Jerky, “Greatest Prank In The World” competition.
The essence of the idea was that instead of pranking one person at a time, we could prank people en masse by running a real ad campaign for an entirely spurious product.
As such, this video was released online simultaneously with a radio campaign on Nova FM, and a poster campaign in pubs and clubs around Melbourne. Within hours of its launch it was generating furious debate around the world as to whether or not it was real, the conundrum reaching as far as radio stations in the US.
I developed the concept, wrote the script, directed the video, composed the soundtrack and appeared in the video as my alter-ego, Dr Heffenschteiner.
In the video, Dr Heffenschteiner presents the background story of Pubidome™, explaining how it was inspired by the tragic passing of his own twin brother, Fernando Heffenschteiner, who lost all hope once he became bald.
Pubidome™ transforms life for the balding brotherhood by deftly replacing their long lost locks with the abundant crop of hair that already grows in the shadow of their belt buckles. To this extent, the video and campaign were best understood as a pubic service announcement.